Before engaging with Out’n’About, the Lilac teams research noted the highly competitive B2C landscape for buggy and pushchair sales within the UK, with the advertising market being dominated to big players, with very big budgets.
Although Out’n’About would go live with a healthy advertising budget of approximately £15,000pcm, this was a drop in the ocean compared to several international competitors, and as such, we needed a clear differentiator to cut through the noise and attract attention.
We knew that Out’n’About offered a type of buggy, and lifestyle, that other buggy manufacturers did not, that being a highly practical, outdoors lifestyle with the family.
Most other buggy manufacturers didn’t have such a clear and compelling unique selling point so we leant on this, to formulate our strategies across SEO, Google Ads, and Facebook Ads.
With SEO and Google Ads, we niched into certain keywords such as ‘running buggy’ and ‘best practical buggy’, rather than targeting highly competitive and broad search terms such as ‘best kids pushchairs’. This allowed us to acquire a lot of highly interested search traffic that converted to sales.
Once we had enough data, we switched our Google Advertising campaigns first into a Google Shopping, and finally, into high-performing Performance Max campaigns.
With Facebook, our strategy required a great deal of testing of different creatives, Ad copy, audience targeting, influencer marketing and much more. Gradually, over time, we learned the perfect Facebook Ads strategy that could deliver a consistent 16X ROAS at £6000-£10,000pcm Ad spend.
The biggest challenge with Facebook was finding great audiences to target at higher budget levels. The initial audiences we were targeting soon saturated at high budget levels, so new strategies were required to maximise sales and grow.